New Aberlea entity starting to emerge

Aberlea Inc. Mortlake Logo

Abbeyfield House Mortlake has unveiled the logo it will use from July 1 when the organisation officially switches to its new entity Aberlea.

The community-owned residential aged care facility announced in February that members had voted to disaffiliate from Abbeyfield Australia and change to the new name.

Chairman Mick Murphy OAM said it was an exciting time for the board, management team, staff, residents and the wider Abbeyfield family.

“Like any name change or rebrand there is so much to do in order to replace the old with the new and our management team is on the home stretch with this work,” he said.

“We’re rapt to reveal the new logo to the public, which is a nod to the dove in our historic stained-glass window that inspired our existing logo.

“It’s more modern, full of life and an inspired design that is really fitting for this exciting move in our history and our overwhelming optimism as we look to the future.”

Mr Murphy said the move to Aberlea was more than a rebrand. He said it was a structural change that provided the organisation with total independence to do what it does best – provide residential and home-care services of the highest standard.

“I’m really proud that we’re now in a position where this organisation can be so positive about our future and make decisions like this in the best interests of our residents, our clients, our staff and our community,” he said.

“While the official change occurs on July 1, please be mindful that some elements of the change will likely start to roll out prior to that date and some will no doubt be completed shortly after that date.

“Our phone number will remain unchanged, but just about everything else changes including email addresses, signage, the website, our Facebook page, telephone answering services, stationery, branded vehicles, name badges and the list goes on.”

Mr Murphy congratulated members on their decision to disaffiliate with Abbeyfield Australia. He thanked staff for working through the major change and praised the wider community for its undying commitment and support for the organisation.

As part of the change, Abbeyfield Timboon will also be rebranded Aberlea Timboon and transition to this logo.

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